MOBILE MARKETING ECOSYSTEM REPORT 2018, INDIA Foreword
Since the last time we saw you there have been dramatic shifts in multiple areas. Demonetization in India saw massive uptake on digitization of payments, and Trump took over the presidency in the US. In the same period, Reliance Jio changed the Telecom ecosystem in India by adding 200+ million new mobile subscribers, shaping it’s vision of “Internet for Every Indian”.
We also saw 4G in India becoming mainstream, on both network and smartphone tech adoption, it completely dominated the market. 4G featurephone is an innovation that will take the India market by storm and will stay for long.
Lower data cost caused massive growth in data consumption via mobile devices. Gaming, OTT Video and Digital Audio platforms became the flag bearers of increasing data tra c. India saw the launch of seven big OTT platforms in the last 2 years (namely Netflix, Amazon Prime, Hotstar, Voot, Zee5, Sony Liv and Wynk). With the growing OTT consumption and the need of vernacular content, we think in the next 5 years’ vernacular content users will grow 12X compared to 2X growth for English content consumers.
Gaming is another category showing growth in India, as it caters to not only to seasoned gamers, but also casual gamers like kids on their parents phones. Also, by introducing relevant native ad formats like reward videos, gaming has become a top contender for marketers to spend on.
In 2017, 70% of India’s digital advertising budget was spent on mobile, wherein traditional FMCG and BFSI brands also saw uptake in something as advanced as programmatic spend. In this report we give all marketers a quick peak on a basic guide on how programmatic works and its pros and cons, and its future evolution. With the second edition of the report, we bring you up-to date on the latest trends in data growth, content play, programmatic, device status; how India is moving towards a new era of mobile marketing, seeing rampant growth in both usage and spends. We hope you like our? e orts and do share your feedback on what you want in the next report.
Happy Reading! Table of Content
1: Key Trends and Insights Page 01
2: Part I: Reach of Mobile among Consumers in India Page 03
3: Part II: Mobile Handset Ecosystem in India Page 10
4: Part III: Basics of Programmatic Advertising Page 15
5. Part IV: Key Verticals driving the Mobile Advertising Page 23
a) Gaming Page 23
b) Vernacular Page 27
c) OTT Video Page 32
d) OTT Audio Page 43
6: Part V: Mobile Ad Spends in India Page 46
7: Appendix Page 48
8: MOSTT - Marketing Organization Structire Think Tank Page 51
9: SAVE Page 53
10: How Mobile Marketing Can Boost Brand Engagement Page 56
11: Smarties India 2018 Winners Page 59
12: MMA India Board Page 60
13: Objective & Methodology of Research Page 61
Acknowledgement (About Researchers and Contributors) Page 62 Disclaimer Key Trends and Insights
The Jio Brigade! Since its launch in August 2016, Jio added 200+ million users, representing 18% of the mobile subscribers market in India. Jio helped establish 4G in India making it a ordable for people of all financial backgrounds. Competitive telecom brands had to decrease their data costs by 40% so that their current customers don’t opt for/get a MNP (Mobile Number Portability) to Jio. Being the first 4G network in India, Jio now holds 40% of the broadband tra c in India and it will keep on growing exponentially.
4G now holds approximately 82% of the data payload in the country! As 2G users decrease with every passing month, 3G and 4G will lead the mobile internet path till 2019 before we see the launch of 5G. Since the launch of 4G in late 2015, the total data payload grew 7.5x and 2.4x in 2016 and 2017 respectively.
The 4G monthly data consumption is 3.8x greater than 3G data usage. 4G will lead the growth curve, although 3G will also continue to grow in the years to come.
Compared to Urban India, Rural India is bringing three times more people online! India added 67 million mobile internet users in 2017,out of which 44 million were from Rural India. Rural India’s mobile internet users saw a 19% YoY growth, almost triple the 6% YOY growth Urban India. India will cross 500 million mobile internet users by the end of 2018, we foresee that this growth will be led by the rural populace.
OTT platforms majorly engulf data traffic! OTT audio and video combined reach more than 200 million users in India. Video takes the largest share of the pie of content consumed on mobile internet, projecting a growth from 49% in 2016 to 75% in 2021. OTT players are creating original content and also including international content, which is helping them gain newer audiences and increase view time. Additionally, Indian YouTubers are creating great content that has also increased video viewing in India. Growing time spent on these platforms has also led to more advertising inventory. This also makes ads on video platforms more receptive due to its good content value. The OTT market will keep on growing as good content and good vernacular content is created for audiences from all regions.
Mobile Marketing Ecosystem Report 2018, India. 01 Mobile Gaming - the next big thing for Indian marketers! Why gaming you ask? Because 84% of mobile subscribers have games on their devices. Mobile gaming in India is high due to freemium games and free access and the segment will continue growing at the rate of CAGR 87% till 2020. Interestingly, this boom occurred with the help of female gamers who spent 70 mins a day playing games on their mobile devices. 34% of Indian mobile gamers make in-app purchases, mostly paved by card and strategy games. For marketers gaming is a platform which helps in reaching a varied audience, that aren’t accessible anywhere else.
In the next 5 years Chat Application, Government Sites and Digital Payments will lead to more vernacular content consumers online! The Indian language internet users have grown from 42 million in 2011 to 234 million in 2016, a 4x growth, almost double from the 2x growth seen in the English language internet users. This has happened due to major online platforms like e-commerce and social media platforms launching their content in vernacular languages, reaching out to a much bigger and diverse Indian audience. It is anticipated that vernacular language users will increase 12 folds by 2021 and this will only be possible if OEMs create keyboards that are available in all languages, as currently 70% of vernacular content consumers find it tough to work with an English keyboard on their mobile device.
The average monthly mobile spends reduce! The 4G data surge led people to use more data than voice. Furthermore, lower data package costs helped reduce mobile spends. This led to a 21% drop in ARPU (Average Revenue per User). We think in the coming years as more and more people use data to make calls, voice spends will decrease as will the average mobile spends.
Featurephones are here to stay! Contradicting all predictions, featurephone* shipments remained higher than smart- phone shipments and they are equally an urban phenomenon as they are a rural one. With featurephones equipped with better quality cameras, more RAM and storage space at half the price of the smartphone, people prefer investing in them instead of a smartphone. Soon Jio and Micromax will be launching a 4G featurephone that will cost less than 2k. With these updates, featurephones are here to stay for the long term.
*The definition of featurephone is given in detail in the appendix
Mobile Marketing Ecosystem Report 2018, India. 02 Part I: Reach of Mobile among consumers in India
India ahead of China and expected to add over 200 Mn new subscribers by 2020 20%1 of the total mobile subscribers globally now reside in India. By 2020, 27% of new subscribers added globally will be from India - making India the largest contributor globally to the mobile economy, placing India significantly ahead of other emerging economies such as Indonesia and Brazil, who contribute to less than 5% of new subscriber growth.
Global markets by additional subcribers, 2016 -2020 Mobile Subscribers in India ( in Millions) (Million) 1186 1167 Percentage of new subscribers globally 1127 1131 Rural 1035 Urban 1013 980 27% 21% 5% 4% 3% 2% 2% 2% 2% 1% 944 Total
206 662 680 668 629 588 155 551 562 579 506 499 506 465 447 418 432 392
35 27 23 18 18 16 16 10
India China Brazil Nigeria Indonesia USA Pakistan Mexico Bangladesh Ethopia Dec 2014 June 2015 Dec 2015 June 2016 Dec 2016 June 2017 Dec 2017 May 2018
Since the advent of Reliance Jio, India had added over 3 times2 more subscribers compared to its subscriber growth since 2014. Subscriber growth came from both urban and rural markets - with 53 million rural and 79 million urban new mobile subscribers added during the period.
Reliance Jio gained a whopping Access service provider-wise market shares in term of wireless subscribers 18% market share within 6 months of TATA 2.4% launch; the Top 3 telcos continued to BSNL 10.0% grow too
Bharti Airtel 30.5% In the last 2 years there is minimal Reliance Jio 18.2% decrease in the top three Telecom players in India. With the incoming of Jio, the top three Telecom players rarely saw major impact (downturn)
Idea 18.9% Vodafone on their numbers. Jio took it’s share 19.7% from the parent company Reliance and also onboarded new mobile subscribers and turned many existing subscribers into dual SIM users.
1GSMA report 2017 I 2TRAI June 2018
Mobile Marketing Ecosystem Report 2018, India. 03 As anticipated, the Jio launch Telco wise subscribers ( in Millions) significantly changed the dynamics of 308 290 280 265 the mobile consumer in India and made 243 255 230 222 212 212 199 204 data ubiquitous, specifically proliferat- 185 193 214 196 190 196 205 172 176 162 160 ing the rapid adoption of 4G data 123 109 101 99 subscriptions. 72 81
33 0.18 June 2015 Dec 2015 June 2016 Dec 2016 June 2017 Dec 2017 May 2018 Since its inception in August 2016 Jio has added almost 200 million3 mobile subscribers and all subscribers are data users, using an average of 1GB2 data every month. Jio users have been said to consume 100 Crore GB4 of data per month which is 50% more than China and almost equal to the mobile data consumed by the entire US.
India continues to be the fastest growing mobile internet economy in the world
Worldwide mobile internet users grew by 9.2%5 in 2017, while India grew at over Mobile Internet Users ( in Millions) 3059 2730 double the rate at 22%. The pace of 2500 growth in mobile internet users puts 1740 1476 India ahead of the other two major 1348 728 604 637 economies, China and the US, which 373 456 478 210 223 232 saw a growth rate of 5.4% and 6.2% Worldwide APAC China India US respectively. India’s growing millennial 2016 2017 (E) 2018 (E)
population and it being a developing URBAN VS RURAL MOBILE SUBSCRIBERS (IN MILLION)
2015 2016 2017 June 2018 (E) country are the main reasons behind the mobile growth. This also creates 458 478 373 many opportunities for Indian market- 306 280 291 219 226 ers to explore mobile as a digital 176 187 147 87 medium more extensively.
Total Urban Rural There has been a rapid growth in the number of mobile internet users, in the past 2 years. We have added almost 1506 million new mobile internet users (2015-2017) and expect it to increase significantly in 2018. By the mid of 2018 it is estimated that India will reach nearly half a billion mobile internet users.
3TRAI Jan 2016/Jan 2017 | 4http://telecom.economictimes.india- times.com/news/thanks-to-reliance-jio-india-becomes-top-mobile-data-user/57269548 | 5eMarketer Estimates/IAMAI & Kantar IMRB Mobile Internet Report 2016 |6IAMAI & Kantar IMRB Mobile Internet Report 2016
Mobile Marketing Ecosystem Report 2018, India. 04 61%6 of mobile internet users in India are still from urban India, compared to 39% of users from rural India. However, of the new users being added there has been a significant growth from rural users, adding 100 million mobile internet users since 2015, a CAGR (Compound Annual Growth Rate) of 29% .
Growth in mobile internet subscribers, specifically urban India, brings data usage growth to newer areas beyond communication and social networking
Purpose of Internet Access Urban vs Rural ( 2016 vs 2017) The rise of several international and
85% local OTT players in the video and 82%
69% 68% 72% music category (e.g. Netflix, Gaana, 60% 58% 52% 49% Wynk, Hotstar, Voot, Amazon Prime
38% 34% 31% etc.) in 2016 gave an impetus for driving data consumption in the category, along with rapid drop in data 2016 2017 2016 2017 Urban Rural tari s for consumers. Urban India data Communication Social Networking Entertainment spent on entertainment grew 58%7 YoY. Networking and Communication continue to be a key category among mobile internet users; Facebook user base increased by 22% YoY. Facebook in Q4 2016 saw double the growth compared to the same period in 2015. David Wehner, CFO, Facebook in an interview said the reason for this change was India giving free internet to their users (by the new entrant Jio).
7IAMAI and Kantar IMRB Mobile Internet Report 2017 | 8Facebook Ad Manager | 9http://telecom.economictimes. indiatimes.com/news/reliance-jios-free-data-makes-big-contribution-to-facebook-revenue-growth-in-q4/56931784 | 10MMA and GroupM Mobile Ecosystem Report India 2016 / Facebook Ad Manager
Comparing 2016 to 2017, 5 Telco circles showed almost double growth in Facebook user penetration10: Delhi (2016 – 19% vs 2017 – 35%), Bihar (2016 – 5% to 2017 – 11%), Kolkata (2016 – 25% vs 2017 – 45%), Maharashtra (2016 – 16% vs 2017 – 32%) and Assam (2016 – 13% vs 2017 – 22%).
Mobile Marketing Ecosystem Report 2018, India. 05 Source: Facebook Ad Manager (data as per June 2017)
4G data usage grew 144% in 2017!
Pan-India mobile data usage - in petabytes PB per month, December’ The Indian telecom market witnessed
Y-o-Y Growth* 2.4x a paradigm shift in data consumption, 2,360 2400 Payload 2G Payload 4G 144% Payload 3G Total Payload 1900 966 1,930 135% with 4G tra c capturing 82% share of 7.5x 900 823 398 total data tra c in December 2017. 286% 300 3G+4G contributed to 98%11 of the 128 200 103 85 82 100 49 40 32 6 28 44 -20% total data payload in 2017 with a 0 47 46 21 Dec-13 Dec-14 Dec-15 Dec-16 Dec-17 150% YOY increase. Since, the 4G launch in end of 2015, the 4G payload has grown 7.5x and 2.4x in 2016 and 2017 respectively.
Mobile Marketing Ecosystem Report 2018, India. 06 Increase in 4G device penetration, aggressive 4G network rollout, lower data prices, and development of video and locally relevant content creators have all contributed to the rise of 4G tra c
Data subscribers by technology in december 2017 Falling data prices, bundled data plans, better coverage footprint, o - 182 load of 4G on to 3G, and better 134 device availability have contributed 96 to growth of 3G payload.
44% of the mobile internet users in 2G 3G 4G India are 4G data users, out of which 80% are Jio users. Exponential increase in data tra c is accompanied by a significant increase in data consumption, with 4G usage reaching approx. 11GB/month Between 2016 and 2022, total mobile Average data usage/month (MB) data tra c is expected to grow CAGR 11,048 40%12. By 2022, 97%12 of mobile data 2G 3G-4G multiple 10,604 will be consumed by smartphones. 3G 2017:3.6x 4G Industry analysts predicted that 4G
consumption will reach 11GB/month 2,970 in 2022, however, this statistic was reached in 2017.
11 12 849 Nokia MBIT Report 2016 | Ericsson Mobility 680 753
Report – India, June 2017 216 220 259 320
2014 2015 2016 2017
4G growth was led by Jio, but other Telcos benefitted as well!
35% of the total 4G subscribers (approximately 1 out of 3 4G subscribers) came from rural territory. Jio is credited with bringing 4G to India but Jio also should be credited for the ramping up of the 4G network for incumbents like Airtel, Vodafone, and Idea. Consequently, while Jio, being the 4G lead operator with 160 million subscribers (by end 2017), increased 122% (88 million) subscribers in the year 2017; incumbent mobile operators grew 457% (64 million).
Mobile Marketing Ecosystem Report 2018, India. 07 4G subscriber addition 2016 versus 2017 4G subscriber Dec 2018: 238Mn 4.6x
Incumbents 78Mn
1.2x
Jio 160Mn
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2016 2017
Further analysis points that Jio added 26% rural subscribers using 4G, incumbents added 53% of their 4G subscribers to the rural market. By the end of 2018, its estimated that India will have 300 million 4G subscribers, of which 58 million will be using a 4G featurephone and the remaining 81% of subscribers will be using 4G over a Smartphone.
Urban versus Rural 4G subscriber addition 2017
Incumbents
Jio 26% 74%
0% 20% 40% 60% 80% 100% 120% 140% 160% 180%
Rural Urban
Mobile Marketing Ecosystem Report 2018, India. 08 Older generation in India gets hooked to data usage, as voice ARPU decreases as low as Rs.45 monthly!
It is quite evident that average mobile Average Mobile bill per month ( in INR) expenditure has been decreasing con- 439 tinuously from 2014. Previously in the 387 369 349 report we have learnt that this decrease 235 275 231 225 230 is due to increased a ordability of 214 173 204 129 124 mobile data, which decreased from 2014 45 to 2016, with a marginal rise in 2017 2013 2014 2015 2016 2017 owing to higher usage of mobile data. Total Voice Data Expenditure on Voice has been steadily decreasing (at a CAGR of -32%) since 2013; and with the popularity of VOIP and video chatting, the expenditure on voice services has decreased dramatically in recent times.
Since, last year we have seen a drastic Mobile Bill: Agewise drop in ARPU across all age groups, 552 other than the <15 year group. The >45
377 year group , which was one of the most 358 314 322 275 277 225 298 268 prolific user of voice services last year 239 235 256 247 268 210 231 220 166 195 183 142 witnessed a significant drop. Much of 119 104 48 51 54 48 this drop can be attributed to changes 29 31
<15yrs 15-24yrs 25-34yrs 35-44yrs >45yrs <15yrs 15-24yrs 25-34yrs 35-44yrs >45yrs in mobile plans o ered by service pro- 2016 2017
Data Voice Total viders, which are more data centric with very low costs for voice packages. Data spend by the >45 year group has decreased given lower price of data packs and overall usage saturation of the age group.
11Nokia MBIT Report 2016 |13 IAMAI and Kantar IMRB Mobile Internet Report 2016
Mobile Marketing Ecosystem Report 2018, India. 09 Part II: Mobile Handset Ecosystem in India
India sees the emergence of new category of handsets - 4G Feature phones!
The concept of the 4G feature phone is relatively new for the Indian market. It is expected to add more users to internet services, digital content consumption and digital transactions from their mobile phones. Data prices are at an all-time low and operators are working on strengthening their 4G connectivity in India.
Reliance Jio is expected to introduce attractive bundling o ers to proliferate rural and lower tier customers. With the experience of minimal data on the 4G feature phones, these users are expected to migrate to smartphones in next few years becoming the major smartphone growth drivers in the Indian market.
Feature phones get an extended life; another year before smartphones overtake feature phones in India
India o ers a huge untapped opportuni- Shipments growth status 2014 - 2020 (F) (Numbers in millions) ty to the smartphone vendors, which is 185 179.3 160.1 150.3 evident from the entry of several new 136.1 136 137.2 smartphone vendors in the Indian 117.9 116.7 85.9 103.7 109.1 80.5 market in last 2 years, a key driver to the
53.8 smartphone growth. All this while, fea-
2014 2015 2015 2017 (f) 2018 (f) 2019 (f) 2020 (f) ture phones remain the dominant cate- Feature Phone Smart Phone gory in the overall mobile phone market Source: IDC June 2017 accounting for 52%13 of the total mobile phone shipments in India in Q1 2017 and constituting more than 50%14 of the overall mobile market in 2016. 2016 saw the feature phone de-growth slowing down and it is likely to contribute the majority of the mobile phone shipments in 2017 as well, as the migration to smartphones is expected to further slow down due to the introduction of low-cost 4G feature phones and its continued relevance to its sizeable target consumer.
*https://telecom.economictimes.indiatimes.com/news/one-out-of-two-feature-phone-users-wish-to-buy-4g-feature -phone-in-next-6-months-idc/62755518
According to a study by the MMA and Kantar IMRB, contrary to popular belief, featurephone users spend more money on their mobile plans. The ARPU for the survey respondents was almost 20% higher compared to the national average. The survey also revealed that feature phones are entertainment hubs - with respondents listening to music, watching videos and playing games being key activities. Additionally, only 15%
Mobile Marketing Ecosystem Report 2018, India. 10 of featurephone users said they intended to switch to a smartphone on their next purchase. Cashing in on this continued interest for feature phones, Reliance Jio in June 2017 declared16 to launch their 4G feature phones for as low as USD28 (INR 1800). Micromax and Lava are also in this race and will be launching their 4G featurephones in the same price bracket.
Smartphone market has swiftly shifted to 4G
At a time when other major smartphone markets like China, USA are seeing single digit growth, the Indian smartphone market is expected to grow in double digits during next five years. Thus, India provides a huge opportunity for smartphone vendors to set up and expand their base. The entry of Reliance Jio in the telecom services market has disrupted the incumbents dramatically. However, it proved immensely beneficial for consumers. The smartphone market has swiftly shifted to 4G, voice and data have become more a ordable and new use cases have been developed to drive migration to smartphones. This graph shows, smartphone shipments have steadily Generation wise smartphone shipments (In millions) risen by 35% in the last 3 years and 2.5G 3G 4G forecasted to grow by another 49% by 182.4 157.2 2020 reaching 185 million by 2020. Also, 133.8 111.3 expected that by the end of 2017, 95% of 78.3 63.9 54.3 the smartphone shipments are 4G 30.5 22.4 28.6 9.3 2.6 smartphones, drastically reducing the 3.7 2.3 0.1 5.3 3.5 2.9 2014 2015 2016 2017(F) 2018(F) 2019(F) 2020(F) 3G smartphone share. Source: IDC May 2017
42%17 of the smartphone market lies below US$100. The premium segment market is also bigger than some of the more mature markets like Hong Kong, Taiwan and Singapore. This provides a wide spectrum of opportunities for vendors to pick and choose the consumer segments and price categories to focus upon. As per the analysis by eMarketer (August 2018), India now has 337 million smartphones, making it the second largest user base in the world, ahead of the USA and only behind China.
13IDC June 2017 | 14IDC June 2017 |15MMA and Kantar IMRB Feature phone report India (Q4 2016) (among a sample size of ~1000 consumers (feature phone users) in Metro and Non metro cities)| 16http://indianexpress.com/article/ technology/mobile-tabs/reliance-jios-4g-volte-enabled-feature-phones-to-launch-soon-report/
Mobile Marketing Ecosystem Report 2018, India. 11 Xiaomi is changing the fabrication of the Indians smartphone industry
China based vendors like Xiaomi, Vivo, Oppo, Transsion now account for almost a 50%18 share of the smartphone market in India. They have been able to achieve this on the back of their hi decibel ATL and clever BTL marketing spends, perceived better specifications – price value, wide & deep retail level distribution and online exclusive models. India based vendors were slow to react to the market shift to 4G Smartphones and combined with intense competition from China based vendors, Indian brands faced challenges in 2016-17 in the smartphone market.
Q4 2017 saw many changes in-terms of Handset brand manufacture’s market share in India (Q1 2018) Handset shipments; it saw the maximum 5% 7% growth compared to the same time in 7% 30% the last 3 years. Additionally, Xiaomi
25% threw Samsung from the reigning 26% smartphone in India and became the leader in shipments in Q4 2017. The Xiaomi Samsung Oppo Vivo Trannssion Others sales that were led by Xiaomi were primarily replacements and upgrades where users shunned their existing Smartphones.
In Q1 201818, Transsion made its debut in the top 5 handset manufacturers in India with more than a three fold annual growth. The China based group has 4 brands under its umbrella (namely - Itel, Tecno, Infinix and Spice). With its primary focus on oine chan- nels, Itel and Tecno branded phones are doing well in the highly price sensitive India market.
18IDC May 2017 / IDC Q1 2018
China based smartphones are growing as Indian manufacturers struggle to become 4G first!
China based mobile phone vendors have successfully made inroads in the market via both online and oine channels. LOVE (Lenovo. Oppo, Vivo, Xiaomi) v/s MILK (Micromax,
Mobile Marketing Ecosystem Report 2018, India. 12 Leading smartphone OEMs by price brand
Below 4K 8K- 10K 15K- 20K Intex Technologies Vivo Mobile India Samsung India Electronics
02 04 06 01 03 05
4K - 8K 10K- 15K Above 20K Samsung India Electronics Rising Star Mobile India Hong Fu Jin Precision Electronics
Intex, Lava, Karbonn)19 as popularly referenced for Chinese Vs Indian brands. Overall LOVE brands have been mono-channel brands, o ering great value for money with aggressive marketing. The success in the transition to Omni-channel would be a key factor for them to maintain their standing in the market with internal competition intensifying. At the same time, what Oppo did a couple of years ago , has been recently replicated by Vivo considerably and such marketing strategies have had a direct bearing on the market standings. The biggest challenge for LOVE brands would be to sustain such a campaign through all the quarters and at the same time, not enter each other's ’ territories resulting in internal competition. Initially a ecting the Indian brands’ market share, they now begin to enter into each other’s market share. Quarter on quarter we are witnessing the MILK (Micromax-Intex-Lava-Karbonn) brands not being able to leverage any of the anchors they enjoyed over the years. Be it establishing themselves across the country or becoming the first choice for first time mobile (Feature as well as Smart) users, the brands have not been able to support a consumer’s journey. While they could not have matching marketing campaigns as their Chinese counterparts and preferred to ‘wait’ till they (India) burnt their money, their grip on the market became weak impacting their market standings. The success of itel and Xiaomi brands, which are not aggressively marketing by spending crores, are case studies for MILK brands to take cues from on how to manage visibility. It is high time for MILK brands to strengthen their digital presence, not only from the selling perspective but also from the angle of influencing youth, which directly or indirectly, are responsible for two out of three Smartphone sales in India. ‘Make in India’ has provided the right impetus to the mobile manufacturing in the country. Approximately, 65%19 of phones sold in India are assembled in India, in 2017, the share would touch 90%. India is fast emerging as the new manufacturing hub for the Mobile Phones and components with 40 brands already manufacturing in India, made possible
Mobile Marketing Ecosystem Report 2018, India. 13 by relatively lower labor costs, government push and incentives for local manufacturing coupled with high di erential duties on import . In the next few years, Indian vendors are expected to start exporting devices to South-East Asia and African countries from their manufacturing operations.
Android continues to be the most preferred OS choice of India
Android in the last 2 years has been Smartphone OS Share able to maintain its kingship in the OS 2017 01 97% 2.2% 0.3% 2016 04 95% 3.3% 1.5% market in India, with average of 96%21 2016 03 97% 1.2% 1.3% 2016 02 97% 2.2% 0.5% 0.03% market share. What is interesting is 2016 01 97% 2.5% 0.5% 0.22% 2015 04 95% 3.2% 1.2% 0.66% that iOS sees a jump in Q4 every year 2015 03 97% 0.9% 0.6% 1.34% and has managed to slightly increase 2015 02 94% 1.8% 1.1% 3.01% 2015 01 94% 1.7% 2.3% 4.28% its market share in the past year. 86% 88% 90% 92% 94% 96% 98% 100%
Android iOS Tizen Windows Phone
Source: IDC June 2017
Apple, though slowly, is growing in India! iPhone may be less than 3%21 of the smartphone market in India, but it is expected to reach a 10mn active user base in India in 2018 (it stands at 8.9 mn active users as of December 2017). Though, there are already many OEM brands that have surpassed this milestone like Samsung who has 120 mn and Xiaomi who has 28 mn active users as of end 2017; Apple has done exceptionally well in a price sensitive market like India where 56% of the Smartphones sold are still sub Rs. 10,000.
19CMR Research Q1 2017/IDC June 2017 21IDC June 2017 |21http://www.cxotoday.com/story/smar- phone-sales-hit-due-to-demonetization-idc/ / CMR Research
Mobile Marketing Ecosystem Report 2018, India. 14 Part III: Programmatic Ecosystem in India
The advertising industry is on a march toward automation. Plenty of advertisers today are buying digital ads without speaking to a single human at a media company, and print and TV ads might not be far behind. Automated, or programmatic, buying is growing not only because it makes ad transactions more e cient but because it can make them more e ective, as long as the right data is applied.
Programmatic is no longer a buzzword, many agencies, and evolved advertisers (including e-commerce, auto and FMCG) have dabbled (read budget) on DSP platforms and retargeting platforms. A pure programmatic buy would help a marketer to cap the frequency of exposure of their campaign across publishers and let them transparently manage the media buys across a list of publishers. Layer this with data and they have created an audience buying campaign which, can also be used for retargeting to an audience set.
India is still in nascent stages of programmatic adoption relative to more digitally mature Asia-Pacific markets like Australia and Japan. According to a Forrester Study, programmatic buying adoption for India is at 38% compared to the overall APAC adoption rate of 41% . That said, adoption is poised to pick up in the next 24 months as 52% of marketers in India are either planning to adopt or currently evaluating whether to adopt programmatic buying. Also, in India maximum programmatic spends (92%) on mobile are done on mobile app inventory.
Even though programmatic is still growing in India, big and traditional business players like Pepsi, Ford and L’Oréal have shifted over 50% of their digital budgets to programmatic advertising. In this section we talk about the basics of ad serving, at what level programmatic comes into the picture, e ectiveness of programmatic for stakeholders, the current state of programmatic in India as well as case studies of brands on the frontline of programmatic.
Mobile Marketing Ecosystem Report 2018, India. 15 India is in the state of Programmatic evolution, saw 81% growth in 2017
While India is still in the early stage of adoption compared to digitally mature Asia-Pacific markets like Australia and Japan, it has quickly ramped up the programmatic space. According to a recent study, India ranks near the top globally in terms of growth for programmatic ad spending*.
2016 2017 % change 2018 % change Switzerland $46.00 $100.80 119.00% $227.70 126.00% India $116.20 $210.60 81.30% $371.70 76.40% Finland $43.60 $95.20 118.30% $149.80 57.40% Australia $508.70 $776.40 52.60% $1,213.40 56.30% Italy $297.70 $412.00 38.40% $587.50 42.60% China $3,854.30 $6,038.20 56.70% $8,526.70 41.20% Sweden $168.80 $338.60 100.50% $456.20 34.70% Spain $197.10 $263.90 33.90% $348.00 31.90% Germany $631.90 $853.30 35.00% $1.082.8 26.90% Japan $1,981.70 $2,703.90 36.40% $3,390.40 25.40% Russia $119.20 $159.10 33.50% $197.90 24.40% France $649.80 $821.30 26.40% $1,011.60 23.20% US $24,224.00 $30,928.30 27.70% $38.035.6 23.00% Denmark $218.80 $294.80 34.80% $360.20 22.20% Canada $878.70 $1,094.40 24.50% $1,324.00 21.00% UK $3,697.80 $4,436.90 20.00% $5,259.80 18.50% Netherlands $425.80 $643.30 51.10% $717.80 11.60% New Zealand $26.30 $30.40 15.40% $33.60 10.70% Worldwide $40,915.30 $54,470.80 33.10% $69,513.50 27.60%
*Source: Onaudience.com, "Global Data Market Size 2016-2018," Feb 19, 2018
Mobile Marketing Ecosystem Report 2018, India. 16 India at power with China in terms of Programmatic Guarantee buys
An interesting point specifically for programmatic in India is its propensity towards guaranteed buys. It is poised to be one of the top markets for programmatic guaranteed - with penetration projected to reach 17% in 2020 based on a Boston Consulting Group study, on par with that of Australia or China. This may be due to prominent publishers who are driving uptake of programmatic buys and a concern with ad fraud, which drives spend from direct traditional buys to programmatic guaranteed. This is a promising trend, given how India has had most of ad spends in direct budgets.
Source: Boston Consulting Group, 2018 https://www.bcg.com/publications/2018/rise-programmatic-guaranteed-advertising-asia-pacific.aspx
Mobile Marketing Ecosystem Report 2018, India. 17 Currently, marketers in India tend to approach programmatic as a direct response driver, accessing mostly remnant long-tail inventory. As marketers grow more savvy, they will understand its value for brand campaigns with the ability to purchase premium audiences and inventory. Likewise for publishers, while there has been encouraging movement by publishers to o er access to more of their inventory via programmatic (e.g. TrueCaller with roadblock inventory and Saavn with audio inventory ), there are still legacy publishers who view programmatic primarily as a means to move cheap or unsold inventory. The trend towards transacting more premium inventory via programmatic is expected to accelerate programmatic adoption within the market, with prominent advertisers such as Ford India transiting majority of direct deals to transact programmatically* .
Why programmatic for publishers?
Programmatic allows publishers to maximize their earnings from their inventory by:
Identifying and selling each impression uniquely as compared to a block of impressions. This allows each impression to be sold at the maximum value, in turn maximizing the yield of overall inventory increasing the value of the remnant inventory, as each impression is sold for the value of the visitor as against the time slot / placement. Suddenly the impressions which were di cult to sell start looking premium to advertisers as they are targeting visitors helping publishers to control the pricing for their inventory using business rules, allowing them to o er di erential and / or premium pricing based on the requirements and niche audience also helping publishers to gauge what is selling on a real time basis, which segment of users is getting higher value and what content are these users consuming on their sites. Thus allowing them to improvise and tweak their publishing strategies based on demand creating private marketplaces which can help a publisher create an exclusive club of bidding advertisers and to be a part of this club, advertisers can be pushed to spend either a minimum threshold or an over premium floor price
* https://www.thinkwithgoogle.com/intl/en-apac/tools-research/programmatic/about-time-consoli date-ad-buys-get-more-from-teams-media/
* http://www.forbesindia.com/article/special/saavn-launches-programmatic -audio-advertising-in- india/45717/1
* https://www.thinkwithgoogle.com/intl/en-apac/tools-research/ programmatic/about-time- consolidate-ad-buys-get-more-from-teams-media/
Mobile Marketing Ecosystem Report 2018, India. 18 Why programmatic for advertisers?
Programmatic buying is nothing but an e cient method of buying from an advertiser’s perspective.
It reduces the need for manual operations across the board and hence helps in reducing the related cost Allows the advertiser to buy only the relevant inventory, by giving them an opportunity to evaluate each impression before making a buying decision (read audience buying) across publishers. It also helps them to cap the number of
Mobile Marketing Ecosystem Report 2018, India. 19 exposures of a campaign to each user across publishers, further increasing the reach of a campaign within the same budget It also allows a unique window for a advertiser/publisher to look into the audience and content profile to which their campaign is getting exposed, enabling them to understand the segments and content which are converting, even better With programmatic method, it is easier to optimise a campaign based on conversion and viewable impression data. However, the auto optimizations are done through platforms with integrated machine learning algorithms and is not available across the DSPs
Why programmatic for agencies?
Agencies have been asked this question several times and it is hard for the agency to di erentiate its value in an open exchange buying method. However, the might of an agency is highlighted in the programmatic direct and programmatic guaranteed models.
With programmatic guaranteed and programmatic direct, agencies can influence the buying price towards the lower end of the spectrum (read floor price) which is beneficial for the advertisers and at the same time can allocate a larger chunk of spends towards deserving publishers Agencies are also benefited by the transparency layer available within the programmatic buying platforms and the granular level data, helping them to analyze and optimise their buys Programmatic / automation reduces the operational flak from the system e.g. it’s faster to take the campaign live, real time reports etc
Types of Bidding – Waterfall model
Whenever a publisher’s ad server would receive an ad request, it would start calling a predefined list of ad networks, SSPs for filling in the inventory. The list is prioritized by the publisher, either manually or dynamically, based on the yield (return) being generated by each respective network for relevant campaigns. The first network/SSP in the hierarchy to respond with a bid (highest within that SSPs environment) which is higher than the floor price is accepted as the winning bid. This is called as waterfall model.
Mobile Marketing Ecosystem Report 2018, India. 20 The waterfall model for programmatic buy
Typical Publisher High CPM Yield Sponsorship Premium Direct Direct Demand Custom Executions Non Standard Context Targeting High Volume Audience Targeting Standard Direct Guaranteed Delivery ROS & RON
Prioritized Remnant PMP Premium Programmatic Repackaged Media
Open Programmatic SSP Undi erentiated Media Ad Nets Demand-Supply imbalance
Technology Work ow High Low
Direct Manual Orders Direct
Programmatic Orders Programatic Direct Price Targeting Priority E ciency Predictability Accessibility Preferred Deals Semi - Automated Deal ID RTB Private Auctions Automated Open Auctions Low High
Types of Bidding – Header bidding (the publisher side optimization) The limitation of the waterfall model is that there is a missed opportunity in accepting the first acceptable bid. The networks lower in the funnel of the waterfall model end up evaluating only impressions which have not already been bought and cannot see impressions for which they were willing to pay higher money but being lower in the funnel could not evaluate. Hence loss of an earning potential for the publishers. To overcome this problem of the waterfall model, the header bidding was introduced. The header bidding script, once integrated in the publisher inventory, contains all the relevant information of each ad unit on the page. As soon as the page starts loading on the user's
Mobile Marketing Ecosystem Report 2018, India. 21 browser, the header bidding scripts Waterfall Auction vs. Header Auction present in the header of the page $ 2.00 oor $ 2.00 oor starts an auction and fires request to Request Partner #1 BID Partner #1 BID all the exchanges simultaneously. This $1.50 $1.50 Below Floor Passback Below Foor
Partner #2 BID Partner #2 BID allows a publisher to add more bidders $2.20 $2.20 Winning Floor Request Losing Bid to the auction of the inventory, BID BID Partner #3 $3.00 Partner #3 $3.00 increasing the chances of getting Not Called Winning Bid BID BID Partner #4 $2.40 Partner #4 $2.40 higher fill rates and better pricing. This Not Called Losing Bid is also important for advertisers, as it allows networks and exchanges to have ‘first lookup’ of each impressions allowing the opportunity to be able to bid for the relevant impressions.
Future trends and challenges for programmatic in India
There is general optimism around programmatic adoption and maturation in India, a rmed by encouraging results from both the demand and supply side as publishers o er more sophisticated and premium ad buys while advertisers move more spend towards programmatic. However, there are still obstructions to overcome for mainstream programmatic adoption such as the prevalence of direct deals in the market and the perception of programmatic inventory as the channel reserved for transacting low-value inventory. There is also demand to harness richer data/audience segments by publishers to bring more value for advertisers, something which is not yet the norm in the India market.*
*https://assets.kpmg.com/content/dam/kpmg/in/pdf/2017/01/Digital-the-new-normal-marketing.pdf | *https://www.thedrum.com/news/2017/07/25/programmatic-moving-beyond-the-buzzword-india-buy- and-sell-side-adoption-matures | *http://www.forbesindia.com/article/special/saavn-launches-programmatic-audio-advertising-in-india/ 45717/1 |
*https://www.thehindubusinessline.com/info-tech/programmatic-tech-set-to-steer-digital-advertising/ article10027030.ece
Mobile Marketing Ecosystem Report 2018, India. 22 Part IV: Key Verticals driving the Mobile Advertising
(A) Mobile Gaming
By 2020, mobile gaming app consumer spend to reach 1 billion USD
Mobile Games Forecast - Annual App Store Consumer Spend Mobile Gaming in India is dominated by India 23 $1.58 Source: App Apple freemium games. 2016 saw a 200% 5 year CAGR: 87% increase in gaming app revenue, which
$1.08 will grow at a CAGR of 87% till 2020, crossing the USD 1 billion mark. The Revenues $0.58 Indian gaming market is booming, with maximum growth (in both downloads 200% Growth $0.08 and revenues) driven by Google Play, as 2015 2016F 2020F proliferation of low-cost Android devices across lower-tier Indian cities continues to soar. In the last 2 years , game downloads in India has doubled, with Google Play generating 13 times23 more downloads compared to App Store. In the last 2 years there has been an increase of 80%23 in app store revenue from games. Whilst iOS constituted to less than a tenth of game downloads, iOS gamers contributed around 70%23 of the revenue, as iOS was the more premium segment of the market. On the contrary in 2016, Google Play revenue grew to match iOS as the majority Android users started spending on games. This trend is expected to grow as more and more premium users delve in high-end Android phones. Similarly, a CAGR of 48%23 growth in mobile app download will be seen by 2020.
Games Downloads Mobile Games Forecast - Annual Downloads iOS and Google Play Combied, India India 400 M Source: App Anne 68 5 year CAGR: 48% 2.1x 58 300 M 48 Google Play 38 200 M
Downloads Downloads iOS 28 100 M 18 116% Growth
08 0 M 2015 2016F 2020F Q2 2014 Q2 2015 Q2 2016
23Nasscom and App Annie 2016
Mobile Marketing Ecosystem Report 2018, India. 23 Strategy and Social Card Games Drive Monetization!
Download growth can be observed across nearly all gaming categories on Google Play in India, as its emerging user base continues experimenting with di erent types of games. However, Q2 2016 highlighted a shift in India’s gaming behavior, with a significant increase in time spent on immersive strategy games versus casual games compared to the same quarter in the previous year. While convincing users to spend money on games remains a challenge in India, two categories stand out for solid improvements in monetization: strategy and social card games. The latter has been able to ride on the success of mobile adaptations of traditional Teen Patti card games.
Top 5 Games Categories by Time Spent Top 5 Games Categories by Revenue India, Android Phone India, Google Play Q2 2015 Q2 2016 Q2 2015 Q2 2016
1.7x 1.8x Strategy Strategy
1.9x 0.8x Social Card Casual
2.9x 1.4x Action Sports
1.3x 1.3x 1.1x Sports Casual
1.2x 1.3x Social Card Action Source: App Anne Source: App Anne
0 50 100 150 200 0 50 100 150 200 Indexed Revenue Indexed Revenue
For consumers the madness in gaming is just getting better - more engaged users on mobile gaming apps Gaming has grown to be more popular than entertainment, news, social media and other general apps. 9 out of 10 users24 have games on their phones regardless of their gender or the price of the phone. 59%24 mobile gamers in India are Millennials.
There are a few facts that we can start o with, which are a clear indication of the madness that is gaming!24
84% of mobile subscribers have games on their devices 37% have more than 3 games on their phone. Almost 9 in 10 indian smartphone owners play games weekly A whopping 57% prefer single player games 1 in 10 people play the same game regularly for over a year
24 Tune India Gaming 2016
Mobile Marketing Ecosystem Report 2018, India. 24 Indian gamers tend seen to be more engaged than their global counterparts
25 How long do you play the games you typically like? India is in the top 25% of countries globally for mobile user retention. After 12% 14 days of installing a gaming app, 16% 49% around 24% of the users retain the game globally, whereas in India, it is 30.1%25. 23% Also, 12% mobile gamers in India play a
A Few days A Few weeks A Few months Over a year game for a year.
Source: India and Mobile Gaming Report 2016
Women make up just 22%26 of all mobile Women download more games compared to men; Puzzle, strategy and casual games most popular gamers in India, however, when it comes to the frequency of playing mobile Monthly Mobile Game Downloads 12% Puzzle 23% games, 79% of females reported that 16% Strategy 20% they played daily, compared to 71% of 7% Casual 16% 14% Arcade 13% males. 25% Action 12% 24% 33% 76% 67% 18% Racing 7% Additionally, female gamers spent nearly More than 5 Games 5 Games or less 8% Others 11% 70 minutes26 a day playing mobile games, in comparison to 55 minutes per day for males. 33%4 women gamers have downloaded more than 5 games on their smartphones, 37% more than men. Strategy seem to be the common genre of games that both men and women like to play.
25Tune India Gaming 2016 | 26Gamesbond 2016
Another trend in the Indian mobile India Mobile Gaming: Single player, two player or team? gaming market is the rise of single- 11% 11% player games. These have become Single Player 14% 18% Player vs Player 54% 63% increasingly popular and managed to Team Games 9% Team vs Team top the charts of the gaming apps with 21% highest download rates. 63%27 women play single player games versus 54% men. The reason these games are preferred, stems from the Indian population’s need to commute locally , making single player games the way to pass this time. Also, for single-player games there is usually no requirement for internet connection or hefty data streams.
27Tune 2016
Mobile Marketing Ecosystem Report 2018, India. 25 Case studies for Mobile Gaming
Mobile Marketing Ecosystem Report 2018, India. 26 (B): Rise of vernacular/Indic content in India
9 out of every 10 new internet likely to prefer vernacular/Indic content to access internet online
Internet user base in India (In Millions) The Indian language internet users have grown from 42 million28 in 2011 to 234 million in 2016, a 12x growth, almost double from the 2x growth 134 ~ 12x growth seen in the English language internet
~2x growth users. Over the next five years, it is expected that 9 out of every 10 new 2011 2021 English language internet users Indian language internet users internet users in India are likely to prefer vernacular or regional languages to access the internet. The Hindi internet user base is likely to outgrow the English user base by 2021. The English language still accounts for 56%28 of the content online, whereas, Indian languages account for less than 0.1%. The anomaly here is that in India only 12%29 population can read/write English. The Indian government is investing on digital literacy and using digital media to help reach the rural parts of the country. Within the last year, Hindi content on the web has grown by about 94%28, whereas English content has grown by 19%. Furthermore, the increase in the availability of local language content online would help in increasing the internet penetration by 24%28. While Chat applications and digital entertainment will bring new Indian language users online growing at 19% CAGR30 in line with the growth in total Indian language user base. Going forward Digital write-ups, digital payments, online government services, e-tailing and digital classifieds are emerging categories among Indian language users. Indian lan- guage user base accessing these categories will grow at a CAGR of 26% to 33% over the next five years. With increased local language support and content, these categories will see increased adoption among users.
28IAMAI and IMRB Proliferation of Indian Language Report 2016 | 29Census India | 30KPMG & Google Indian Languages Defining India’s Internet Report 2017
Mobile Marketing Ecosystem Report 2018, India. 27 Category wise Indian language internet users-2016 & 2021P(in million)(11)
450 33% 35% 32% 32% 396 400 392 30% 30%
350 26%
301 25% 300 284
22% 20% 250 19% 19% 21%
200 185 175 15% 169 167 172 165 150 115 10% ( User base adoption)till 2021P CAGR 106 100 100
58 5% 47 50 41 42 24
Total internet user base for 8 languages ( 2016 - 186 million) : (2021 P - 426 million) user base for 8 languages ( 2016 - 186 million) : (2021 internet Total 0 0% Chat Digital Social Media Digital News Digital Digital Online E-tailing* Digital Applications Entertainment Write-ups Payments Government Classifieds* Services
User base 2016 User base 2021 (P) CAGR (in million) (in million)
The next 5 years look really promising in the growth of Indian language usage penetration among various businesses. Digital Entertainment is already on its epitome with Hindi and seeks to reach the same with Gujarati, Kannada and Malayalam by 202131. eTailing sees a comparatively low growth, whereas Digital News see a sustainable growth. The maximum growth is seen in Digital Payments with a 2x31 growth across all languages.
31KPMG & Google Indian Languages Defining India’s Internet Report 2017
Mobile Marketing Ecosystem Report 2018, India. 28 The smartphone manufacturers also need to deploy Indic language supported keyboards as 70%32 of the Indian language users find it di cult to operate English keyboards.
While many people are creating indic content, more effort required to make it mainstream
A ordability, accessibility, applicability, and awareness-building are the four areas where most of the work has to be done in-terms of mobile growth in India. The first 2 areas are growing, we really need to work on the latter two - applicability and awareness building. Many brands have taken a step forward and have included regional language in their interface. However, there is more that still needs to be done.
Mobile platform Launch Language Purpose
August, 2015 Hindi, Tamil, Telugu, India’s first vernacular Malayalam and Gujarati rail booking app in 5 languages
2012 Hindi, Tamil, Telugu To double non-English Bengali, Punjabi, Marathi, users every 6 months Kannada and Gujarati in India among others
2009 Hindi, Bengali, Marathi, ‘Tap to Translate’ Tamil, Telugu, Gujarati, ‘Google Loon’- provide Punjabi, Malayalam and connectivity in rural Kannada. areas
January, 2015 Hindi, Marathi, Gujarati, Create a localized Bengali, Tamil, Telugu, experience; can deliver Kannada and Punjabi. on a global scale sitting in India.
November, 2012 Hindi First to create a Hindi app to increase the account holders to 80% who use apps
32KPMG & Google Indian Languages Defining India’s Internet Report 2017
In December 201633 YouTube declared that it will be showing users in India more content in their preferred local language. The localized content languages will be available on both YouTube’s homepage and in its trending section, and will be targeted based on users’ watch history. The new languages include
Mobile Marketing Ecosystem Report 2018, India. 29 Bengali, Gujarati, Hindi, Kannada, Malayalam, Marathi, Punjabi, Tamil and Telugu. A great decision by YouTube as by 2021 vernacular content consumers in India will be more than double5 English content consumers (536 million34 vs 199 million).
Where does the Future Stands?
User generated content: We will see a rise in the participation of the Indian language users, due to the vernacular friendly apps and platforms. Thus, allowing a transition from passive users to active users, leading to a rise in opinion and user generated content. Tools such as dictionary, spell check, grammar check, translation & transliteration should be developed for Indic languages (publishers and developer both). Size does matter: The major issue when it comes to developing a web page/app in regional language is its size. Since regional language fonts are complex in comparison to English, such a webpage is often ‘heavier’. This limits page size and it takes more time for a regional language web page to load. This limitation often restricts site versatility that ultimately a ects the end-user’s experience. Indic Keyboards: 45% of Indian language users face challenges in text input on chat applications. Adoption of input mechanisms such as voice to text support, local language keyboards and transliteration is expected to improve user experience. Inclusion of Indian language fonts and keyboards in mobile handsets depends on the discretion of the hand-set manufacturer. So OEMs have to put their best foot forward and integrate keyboards that at-least have 22 national languages of India. Voice to Text: Facebook and Google are both developing “Voice to Text” software for di erent languages, which is a killer combination and will resolve the content creation problem completely. People who don’t know how to write can also send messages and create content via this tool.
An outlook for Marketers!
1) Availability of quality supply for advertisers. 2) Ability of the Brands to connect with “Bharat”(multi-language and rural) and not only “India” (predominantly english speaking) 3) Better price realization for publishers will drive further investments in enlarging the quality base of Indic publishers
33http://indiatoday.intoday.in/technology/story/youtube-in- dia-will-now-show-more-local-language-content/1/830066.html | 34http://brandequity.economictimes.india- times.com/news/media/how-ott-players-are-geared-up-to-woo-indian-viewers/57275909
Mobile marketing ecosystem report 2018, India. 30 Case study for Vernacular Content
Mobile Marketing Ecosystem Report 2018, India. 31 (C): Mobile OTT Video
India has 250 million online video viewers, 100 million OTT viewers
India is a developed market for entertainment content consumption, with entertainment being one of the top 3 internet activities for both Rural and Urban internet users. The consumption of video has jumped many folds, especially on mobile devices. The future predicts, video being the largest share of the pie on content consumed on mobile internet, growing from 49%35 in 2016 to 75% in 2021.
2016 Content consumption by category for 2021 2% Mobile Internet users in India 2% 10% 6%
16% 49%
39% 75%
Video Streaming audio File Sharing Web and Another Data Video Streaming audio File Sharing Web and Another Data
The appeal of video is easy to understand. It lends itself to storytelling in a more engaging and entertaining way than print and radio. Consumers pressed for time and conditioned for instant gratification—meaning almost everyone naturally gravitate towards video. Online video is the fastest-growing segment with year-on-year (YoY) growth rates reaching 64% with almost 250 million online video viewers in India in 2017. (EY, India’s Media and Entertainment Sector, March 2018 report)
In India, the number of video-capable devices and connections are expected to grow 2.2X between 2016 and 2021, reaching 800 million36 in number. Currently, the number of OTT (Over the Top) / VOD (Video on Demand) players in India have significantly increased reaching over 1001 million users with the likes of Hotstar, Voot, Netflix, Amazon Prime, Sony Liv and Zee5. In a very small period Netflix gathered 4.2 million37 active subscribers, at a minimum of Rs.500 per month subscription for a single screen user. Leading the chart is Hotstar at 63 million37 active users banking on its first movers advantage, live cricket streaming and premium HBO content (especially Game of Thrones). 35KPMG Media and Entertainment Report 2017 | 36EY Digital Opportunity 2017| 37http://brandequity.economictimes.indiatimes.com/news/media/how-ott-players-are-geared-up-to-woo-indian- viewers/57275909
Mobile Marketing Ecosystem Report 2018, India. 32 Video Platforms Online Video: Market share by installs March - 2017
HotStar 37.2% Hungama 6.7% Wynk Movies 5.3% YuppTv 2.9% ErosNow 1.5% Spoot 0.6% Dragonfli 5.5% Netflix 1.0% ColorsTV 1.8% Voot 10.9% Amazon Prime 7.3% Sony Liv 5.4% Tatasky 1.3% HelloTV 1.5% OZEE 2.3% Others* 8.8% 0 5 10 15 20 25 30 35 40
Others consists of: TVF, The Viral Shots, Vixty, Viu, DailyMotion, TubiTV
OTT players running towards their share in the YouTube audience
YouTube stands 2x38 in-terms of Active users of Youtube and OTT platforms monthly active users when compared Monthly active users (mn) to OTT players in the country. With Youtube 225 OTT players only 3 years old in India Hotstar 75 and YouTube was launched 10 years Voot 30 ago, the growth graph of the former is Amazon 13 soaring high and (if not sooner) Netflix 5 will reach near to YouTube in the years Sony LIV 5 Ott Platforms Subscription only to come. TVF Play 4 Gaining Hybrid The drivers to growth in OTT con- Popularity ALT Balaji 2 Free sumption on YouTube are the growing web series and the growing regional Source: OTT and VoD player interviews, Analysys Mason content that caters to Indian’s 90% (approx) regional language speaking audience. This has also led to the growth of long format content consumption (above 5 minutes38).
Mobile Marketing Ecosystem Report 2018, India. 33 38 Nokia MBIT Report 2018
VOD/SVOD blurring the lines between TV and Video content consumption
Screen video view timings (in minutes) Globally, people spend an average of 45 minutes daily on their smartphones to 73
66 watch videos. India is slightly higher 45 50 with 5039 minutes spent daily on 37 45
37 20 smartphone video viewing. Video 22 viewing on Smartphones did beat that 17 on desktop (at 45 minutes), however, Live TV On Demand Computer Tablet Smartphone TV has a long way to go to beat live TV time Global India at 73minutes39, a whopping 40% more. 39IDC 2018
Mobile Marketing Ecosystem Report 2018, India. 34 The Indian market has now seen an uptake in SVOD (Subscription video-on-demand) services. With Netflix, Hotstar Premium and Amazon Prime delivering great content, consumers are actually ready to pay for premium content on these platforms. A new addition in the Indian market will be YouTube Red which will see a surge in the next 2 to 3 years. Homegrown production house like Culture Machine, Girliyappa, AIB, TVF, Blush, Bindaas, Eros Now, Hats O Production, Open Window, Trend Loud etc. are creating web series to entice the Indian audience and also getting millions of views for it. Low priced services like Amazon Prime at Rs.999 yearly and Hotstar Premium at Rs.199 per month, SVOD will sky rocket in India in a couple of years.
India is in the state of Programmatic evolution, saw 81% growth in 2017
40 Internet users in India who subscribe to select suscription 86% TV viewing consumers also Video-on-Demand (SVOD) Services, Feb 2017 interact with Facebook as their %of respondents second screen while watching TV, for Don’t know/notsure Twitter it's 66%40. Social media in 5% Top 3 services 2016 didn't only expand its portfolio 1. Hotstar 52% with video content but also gave 2. Amazon Prime Video 49% NO YES 3. Netflix 12% consumers a new addiction - live 43% 52% streaming. A global survey said that 50%41 of marketers plan to use live video services for their marketing Subscribe to SVOD campaigns in 2017. So now marketers have many opportunities with video advertising where they can, not only leverage made for TV content on platforms like Hotstar, Voot, Zee5 etc. but also leverage from consumer created content like vlogs, Snapchat stories, Instagram stories, periscope live feed or Facebook live video. Integrated planning helps marketers to know their user’s consumption habits both, on oine and online media. With mobile integrated you can also have more in-depth tracking of your campaign that is beyond reach and talks about clicks, visits and engagement etc. Further, retargeting your customers and lookalikes on varied digital platforms for your consecutive campaigns.
Mobile Marketing Ecosystem Report 2018, India. 35 Case Study for Mobile Video (integrated campaign)
39Millward Brown Ad Reaction Study | 40http://www.socialmediaexaminer.com/wp-content/ uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf | 41https://www.nabshow.com/thought-gal- lery-thought-leaders/6-key-media-and-entertainment-trends-look-2016-nab-show
How to engage your video viewing audience?
So, what makes a video ad engaging for the consumer? Make the add funny!42 The Millward Brown Video Ad Reaction Study found that funny content is the top priority for both Indian and Global audiences to not skip an ad. Consequently, if the ad is of their favorite category, brand or they are getting rewarded on seeing the ad, they would happily give marketers a complete view for that ad.
Mobile Marketing Ecosystem Report 2018, India. 36 Breaking Stereotypes!
Since the growth of OTT video platforms from late 2015, a stereotype has been maintained on the usage of these platforms. Quotes like ‘mostly metro audience use OTT video platforms as they have better access to 3G/4G network’ and ‘mostly premiere audience who wants to consumer English content only access the OTT video space’.
All of this is the thought of the past. 2017 saw a 360-degree change in OTT content consumption that shattered all perception that marketers had about video content consumption patterns. As per the latest report (India Watch Report 2018) by Hotstar, we see that 26%43 of premier English content consumption audience who watch Game of Thrones on the Hotstar platform also watch Hindi TV shows and 25% of North and West Indian audiences watch Telugu movies (virtually nullifying the language barrier). The report also showed that non-metro cities showed more growth compared to metro cities in watch-time. Jammu and Kashmir and North East showed the maximum growth, 3x43 more than metro cities. This shows that the growth opportunity for OTT video players in India is beyond metros and in the coming 2 to 3 years we will see more tier 2 and 3 cities will absorb more on-demand content.
42 Millward Brown Video Ad Reaction Study
Mobile Marketing Ecosystem Report 2018, India. 37 Ad effectiveness, let’s talk Viewability
Did you really see an ad or you just scrolled through it or you 10% were on another screen reading an article when the video ad was playing in the background? These are a few questions 50% 40% going in a marketer’s mind. Do internet users engage with an ad to even recognize its presence while they are engaging with the content they went online for? This is the question of Non Viewable ads viewability. Viewability is an online advertising metric that Viewable ads Invalid Traffic aims to track only impressions that are actually seen by internet users. Furthermore, when it comes to mobile display ads the thumb moves faster than the eyes can register. Users don’t stop to see an ad then why should a marketer pay for a un-viewable impressions. With only 40%4 of ads viewable in the India market, ad viewability is the biggest risk that brands face; it is the biggest digital accountability challenge for delivering e ective digital campaigns. For this reason many industry bodies and agencies have created viewability standards. While platforms like YouTube and Facebook have challenges on ad viewability, OTT platforms like Hotstar report over 85% ad viewability as they create a TV similar experience in serving ads to ensure completed views. They however cap ad breaks to a max of 60 secs to ensure sustained viewer interest in continuing with the content
43 Hotstar, India Watch Report 2018
Contextual Brand Safety
Since the advent of YouTube, followed by platforms like Vine, Twitter, Instagram, and Facebook (and many other social platform); video content both brand and user generated has been a rage. However, this isn’t exactly good news for marketers as the content created can be spam, criminal or adult. The question marketers need to ask is about contextual brand safety.? The content on which my brand’s name and ad is to be seen, is it safe and blends with my brand’s reputation?
Mobile Marketing Ecosystem Report 2018, India. 38 No Advertiser Ads may be placed on inventory that contains material that:
Infringes the intellectual property rights of others (including but not limited to unauthorized copies, public performances or derivative versions of software, films, television programs, music, books, electronic games, or other categories of protected works)
Induces, facilitates, promotes, or enables financial benefit from such infringement (e.g.P2P/Bit Torrent/MP3 tracking and indexing sites, “linking” or “leeching” sites, ROMs, “warez”, emulators, hacks, “phreaks,” “cracks,” or ripping software for illegally circumventing DRM or other copy protection devices)
Promotes or facilitates illegal activities, deceptive practices, or violations of the privacy rights of others
Promotes or facilitates activities generally regarded as Internet abuse, including but not limited to, the sending of unsolicited bulk electronic mail or the use or delivery of viruses, Spy-ware, or another malware
Relates to violence, sex, profanity, racism, sexism, religion, gambling, pornography, abortion
After the YouTube fiasco early 2017, contextual brand safety is the top most priority for many brands. YouTube and other Google sites have taken a fall due to brand safety issues as many big brands stop advertising on these platforms.
Mobile Marketing Ecosystem Report 2018, India. 39 An outlook for Marketers!
Smarter Phones, Cheaper Data costs, and successful marketing has made OTT platforms all pervasive, and the App usage time for them has skyrocketed. Brand and advertiser today don’t need to focus on only one platform for Video advertising, and can pick-and-choose quality supply given to them by all players.
OTT viewing compliments TV viewing - mobile is the new primetime!
Majority content of the homegrown video OTT players is from their TV channels. Even though people can now record the content on their TV via their digital set-top boxes, having one platform that has all the TV content available without the action of recording or browsing multiple channels has become one of the main reasons people have adopted OTT platforms.
Another dimension to the adoption is streaming sports in real-time, Hotstar saw tremendous growth in their viewership with IPL matches. Mobile is increasingly becoming the preferred screen as opposed to a catch-up screen vs. TV.
The Next Content Evolution - ads go beyond 30 seconds as longer format creative content becomes more popular
Consumer engagement is a major issue for all advertisers due to the shorter attention span of the user today. Long story content o ers the unique opportunity for marketers to talk to audiences engaged with content for 20 minutes44 or longer. It also provides more slots to drive frequency of message.
44 Hotstar, India Watch Report 2018
Mobile Marketing Ecosystem Report 2018, India. 40 Time format of most popular videos on YouTube India
2015 2017 Short-format 10% 25% Long-format
90% 75%
Source: Vidsstatx, Analysys Mason
When compared to 2015, in 2017 the consumption of long format videos on YouTube45 doubled and on Hotstar, the leading OTT player average time spent is 43 mins per day per user, with 96% of watch time coming from video greater than 20 minutes.
Long story ad format solves this problem by providing more emphasis on entertainment and story. Long story ad formats don’t have the short lived objectives of clicks and complete views; they actually work on long-term objectives of creating brand a nity. Also, the brand has a bigger canvas (in-terms of time) to reinforce its message and a larger engagement opportunity with its consumer.
‘Snacky’ is passe: real stories matter
of watchtime on hotstar comes from videos longer 96% than 20min
One third of all Hotstar entertainment viewers follow their favourite shows primarily on Hotstar TV
Source: Hotstar, India Watch Report 2018
Viewability and Brand Safety for Brands
Viewability and Brand Safety have now become synonymous to digital video advertising globally. As mentioned earlier in this chapter, contextual content and actual reach (in-terms of who has seen your video ad) now decide the performance of your video campaign. These two parameters should be followed to the ‘T’ and all brands should on-board third party tools like OpenSlate and MOAT to measure the e ectiveness of their video campaigns.
45Nokia MBIT Report018
Mobile Marketing Ecosystem Report 2018, India. 41 Case Study for OTT video platforms helping in creating better Brand Awareness
(D): Mobile OTT Audio
OTT audio will increase at a CAGR of 15.8% till 2021
On-demand entertainment services led by audio and video content are at the cusp of inflection point in India. A very promising supply side ecosystem has evolved in India for streaming with multiple players.In the last 2 years with more smartphones, cheaper internet and launch of various domestic Audio OTT players, the scenario has changed. In 2016 India had 10042 million Audio OTT users.
CAGR growth 15.8% Music Industry size in India (in INR billion) (2016 vs 2021) CAGR growth 13% 22.1 (2015 vs 2016) 25.4 16.3 19 12.2 10.6 9.8 14 10.8 9 9.6
2011 2012 2013 2014 2015 2016 2017(E) 2018(E) 2019(E) 2020(E) 2021(E)
Source: KPMG and FICCI
Mobile Marketing Ecosystem Report 2018, India. 42 Sales of music rights generated robust revenues, at about 5%43 of the production cost of a movie for filmmakers in 2016. This was attributed to an increase in syndication and digital consumption of music and licensing of music from major labels by various music streaming platforms such as Gaana, Wynk, Hungama and Saavn. Apart from established players like Saavn, Gaana, Hungama and Wynk new players such as Google Play, Amazon and Reliance Jio have entered the market with even cheaper subscription models. In this competitive industry, with similar song catalogues and genres available across all service providers, platform loyalty plays a key role to improve monetization and retain consumers. Due to increasing competition, music streaming services are investing in creating a platform that has exclusive content, non-music content and even selected video catalogue. For instance, Saavn has ‘Originals’ with audio stories, podcasts and commentaries while Gaana has ‘specials’, such as popular Radio Mirchi content, sit down comedy and exclusive programs, and Hungama has an original audio series called ‘Mera Wala Music’ that o ers non-music stories.
42MMA and GroupM Mobile Ecosystem Report, India 2016 | 43KPMG and FICCI Media and Entertainment Report 2017
Mobile Marketing Ecosystem Report 2018, India. 43 This trend indicates that companies which had their primary focus on playlists and acquisitions are now also investing to generate original content to di erentiate themselves and add monetization channels. The concept is similar to OTT video where in to reach more SVOD like Netflix and Amazon Prime, even Audio OTT platform need to create content that is di erent from their competitors.
Here’s a look at the differentiated offerings of each music streaming apps:
Pricing Bitrate Apps for Trial Period O ine/purchase Metable Features
`99 (Android) Andriod iOS Collection of 320kbps 1 month Yes / No Saavn `120 (iOS) Windows Songs & Curation
Andriod iOS User interfece, ` 320kbps 14 days Yes / No Saans 99 Windows Mirchi Radio
`99 (Plus) Marathon Playlists 320kbps Andriod iOS 1 month Yes / Yes Wynk `129 (Freedom) & Collection
`99 (99 items) Video Streaming & 320kbps Andriod iOS 7 days Yes / Yes Hungama `99 (Unlimited) Download
`120 (individual) Andriod iOS 320kbps 120 days Yes / Yes (thru iTunes) International Collection Apple Music `99 (Month) Windows
To di erentiate themselves, music streaming services are leveraging digital technologies such as analytics, machine learning and AI and investing on user experience, customization services and new type of content. For example43, Saavn has integrated a social networking feature with its music streaming service which allows users to follow the profiles and playlists of their friends as well as celebrities. Gaana has launched a first of its kind Facebook messenger bot inside the Facebook messenger application developed to provide streaming services to its users on Facebook. Hungama is rewarding points though gamification to its users, which they can then redeem to buy digital goods such as songs, music videos and movies.
OTT music contains 72% revenues of overall Indian music industry!
Digital music industry ad revenues are expected to mirror the growth rates to be seen by total digital ad revenues in India by 2020. The digital revenues would come majorly from display ads followed by video and audio ads (that are planned on OTT platforms). At the same time, the paid subscriber penetration among online music users is expected to reach 10-15%44. Contribution from digital music segment to overall Indian music industry revenues is expected to grow from 55%44 in 2014 to 72% in 2017. Further, with that growth digital music industry revenues including streaming, downloads, and other format revenues and subscription and ad revenues are expected to cross INR 31 billion by 2020.
44KPMG and FICCI Media and Entertainment Report 2017
Mobile Marketing Ecosystem Report 2018, India. 44 Case Study for Audio OTT
Mobile Marketing Ecosystem Report 2018, India. 45 Part V: Mobile Ad Spends
Mobile continues to enable digital ad spend growth and increase its share of pie significantly!
As consumers continue to spend more and more time on their smartphones, investments towards digital are rising. Millennials accounting for 30%46 of the Indian population and 72%47 of the Facebook user base in India; are the key target audience among most marketers today. It is not only that the millennials spend disproportionate time online, they are also very engaged - 72%48 of Indian digital shoppers are millennials and consume more than 102 minutes5 of streaming entertainment (music + video) every day, making digital & mobile a very significant part of an advertiser’s media mix.
% Share of media spends in India
0.75% 1.10% 4.80%
15.49% 45.64%
28.27% 3.95%
TV Radio Newspapers Magazines Cinema Outdoor and retail Digital Source: GroupM TYNY Jun 2018
The global growth of the media ad spends industry in 2017 was 3%47, whereas India saw a 13% growth in FY 2018. On the mobile marketing front, 70%45 of the Indian digital ad spends goes on mobile.
45GroupM TYNY India, December 2016 | 46Census Calculation | 47Facebook Ad Manager | 48IAMAI and Kantar IMRB|
Mobile Marketing Ecosystem Report 2018, India. 46 Overall Adex (in USDmn) and Adex growth (%) 600,000 14%
500,000 12%
10% 400,000 8% 300,000 6% 200,000 4%
100,000 2%
0 0% Worldwide APAC China USA India
2016 2017 2018 (F) 2018 vs 2018 (% growth)
Digital vs Mobile ad spends in India (USD mn) 1,851
1,424 1,095 996 644
2016 (F) 2017 (F) 2018 (F)
Exchange rate used: USD 1 = INR 66.661
Digital Mobile Source: GroupM estimates1,381
4G networks, cost e ective data plans, smartphones has led to mobile becoming a ‘Torchbearer’ that is driving digital ad spend growth in India. This has shaped, Digital equals Mobile to Mobile now greater than Digital, India’s has sprinted towards mobile growth. The near future will not only see growth of mobile marketing in India, but mobile will enable growth of other mediums via Integrated Marketing as newer technologies grow. Going forward mobile video, audio, and gaming industries will power mobile advertising spends. However, IoT, AR/VR and AI will create newer channels to grow mobile in India and give marketers new platforms to experiment.
Mobile Marketing Ecosystem Report 2018, India. 47 Appendix
The changing definition of a feature phone!*
Historically, “feature phones tend to use a proprietary, custom-designed software and user interface, and lack the capabilities of smartphones.”The journey started with Cell Phones, they were first introduced in India in the early 1990s with basic capabilities of calls and messages. Then came feature phones which allowed the access of internet on mobile devices with the help of telecom partners. Almost, after 10 years from the advent of cell phones and their adaptation to feature phones came smartphones in the mid-2000s, where Ovi store from Nokia led the path. Then, in the late 2000s and early 2010s, Android and iOS changed the game completely with software that catered to third party application downloads in the mobile device which feature phones couldn’t. In the last 4 to 5 years smartphones have become cheaper whilst providing functionalities that a feature phones cannot, resulting in users switching to smartphones for a better experience at a lower cost, as low as 3k. Cut to 2015, feature phones have all functionalities included in them in under 2k. With Micromax and Karbonn leading the feature phone boat, you now have extended memory options of feature phones, better display, and faster processors. These extensions in the feature phone product portfolio gave them a longer shelf life. People who aren’t much of app users and their mobile usage is minimalistic would now prefer sticking to these advanced feature phones than to adopt smartphones. This has led to the constant growth of feature phone shipments in India, which many industry experts thought would die. In a recent study by IDC* reports that one out of two feature phone users have strong intent to buy a 4G feature phone in next 6 months. This clearly showcases how 4G feature phones will take the mobile device market by storm and give smartphones a run for their money.
*Reference to Page 5
Mobile Marketing Ecosystem Report 2018, India. 48 INDIA’S MOBILE GAMES REVENUE IN USD (BILLION) 2.4 1.6 1.1 0.6
MOBILE 31% GAMING 2017 2018 2019 2020 gamers play 4-5 times in a day IS AN ENGAGING Three out of four gamers indulge in playing games MEDIUM 76% on their mobile phone more than twice a day
‘Free’ lures gamers ‘Free to play’ is the most popular gaming of mobile gamers model among gamers. Around 40% of 44% like to play during gamers are likely to pay for the games leisure time 86% 42% 15% 14% at some stage of gaming HOME WHILE TRAVELLING COLLEGE WORK
TYPE OF GAMES DOWNLOADED Female gamers – Mental Simulation games is a winner across age groups 92% (Free to play games) Female gamers across age groups are highly inclined towards playing puzzle / quiz and word games. Given the 28% (Freemium games) multi-genre preferences, female in the age group of 20-34yrs are also like to play action / adventure and racing games. 11% (Pay to play games)
Puzzle / Quiz / word 70% 87% 86% 80% 15 - 19yrs 20 - 24yrs 25 - 34yrs 35+ yrs Majority of the gamers spend more than half an hour Male Gamers - shift in genre preferred as age increases playing mobile games We observe a notable shift in the genre preferred among men as their age increases. Major proportion of younger 7% Less than male gamers are inclined towards playing games which give them an ‘adrenaline rush’ , while preferences shift to 10 mins mental simulation games for men in the upper age group of above 35yrs. About a quarter of gamers above 25yrs 25% 10 mins of age like to play casino / betting / card games. to half an hr
16% 27% More than 2hrs 0.5 hrs to 1 hr 72% 72% 71% 52% 26% Action / Adventure 15 - 19yrs 20 - 24yrs 25 - 34yrs 35+ yrs 1 to 2 hr
Mobile Marketing Ecosystem Report 2018, India. 50 MOSTT - Marketing Organization Structure Think Tank
Short statement
Rethinking the world of marketing organization structure.
Mission
Accelerate marketing performance and business growth through best in class organizational design transformation.
Description
MOSTT is a community of marketing experts and professors committed to rethinking the world of the modern marketing organization; seeking to guide marketers on real innovation in marketing org design.
MOSTT goals:
1. To provide to customer-driven companies information about organizational mar keting best practices and their potential for value. 2. To provide to CMOs information about marketing org trends, opportunities and benchmarks in order to help them foresee the future and develop innovative Marketing Org strategies. 3. To create a central source of all insights on marketing org in order to help accelerate the transformation of modern marketing organizations. 4. To facilitate engagement and collaboration between marketing and HR leaders in order to drive thought leadership.
MOSTT Projects
1. Mobile Analytics Real-Time Social (MARS) Study The main objective of this project is to define how marketing organizations of traditional brands need to adjust, adapt and organize in order to take advantage of and continue to lead business growth in light of changes in marketing and technology (e.g. new media and communication forms, platforms, etc...) - M.A.R.S.
2. Mobile Maturity Through the Mobile Maturity project we aim to help CMOs understand and activate the unique and specific role of mobile in creating and achieving greater overall customer centricity.
Mobile Marketing Ecosystem Report 2018, India. 51 3. Center of Insights We aim to provide marketers curated content on the topic of organizational structure in our MOSTT Center of Insights.
MOSTT Governance MMA's MOSTT team will be led by a Sterring Committee comprised of nine of the top global brand marketing merketers.
Mobile Marketing Ecosystem Report 2018, India. 52 SAVE
Short statement
With the increased complexity of protecting a brand’s image and reputation from the rise in threats from fake news, inappropriate content, marketing tech, the digital supply chain, ad fraud and more, SAVE is here to help.
Mission
Participate on the future of the brand safety council and become a brand safe marketer.
What is SAVE?
SAVE is a marketer-led Future of Brand Safety Council created to ensure safeguards for brands in all marketing environments. The Council will develop processes, programs, benchmarks, and measures to protect your brand’s reputation and marketing investment.
The MMA SAVE Brand Safety Agenda will initially focus on the following four guiding principles:
Creation of a Assessment and Validation of Brand Brand Safety Marketer Brand Benchmarking Safety Partner Education Safety Strategy of Brand Safety Selection and Guide issues by Evaluation marketers
SAVE Working Groups
Comprised of senior-level marketers from leading brands, our newly-formed SAVE Brand Safety Working Groups are developing brand safety guidelines and best practices for the industry. To learn about or join the working groups, click here.
Strategy Guide for Brand Safety Template Working Group
This Working Group is likely to develop a templated strategy document that can be used by marketers to write their own Brand Safety strategy. This group will decide what areas should be covered by a Brand Safety Strategy, standard definitions, what should be addressed in each area, and best practices for a brand to become a Brand Safety Ninja.
Mobile Marketing Ecosystem Report 2018, India. 53 Brand Safety Insights and Research Working Group
This Working Group involves working with Andrew Stephen, Associate Dean of Research and L'Oréal Professor of Marketing at University of Oxford, Said Business School, to define what marketers need to know about Brand Safety and the benchmarks and insights to guide individual company’s Brand Safety programs and decisions.
Brand Safety Vendor Assessments Working Group
There are a number of directions this Working Group could go in, including, but not limited to, creating a map for all Brand Safety vendors and tools, developing an RFI for picking vendors in the various areas and identifying selection strategies.
SAVE Leadership
The creation of SAVE aligns squarely with the MMA’s marketer-first mission with a focus on solving the biggest marketing problems brands face in this new mobile-driven era of dramatic changes in consumer behavior, technology innovations and market place disruptions.
SAVE is governed by:
SAVE Member Participants
Mobile Marketing Ecosystem Report 2018, India. 54 Brand Safety Issues are Not Going Away!
• 70% of Marketers State the Issue of Brand Safety is Escalating • 48% of consumers said they would rethink purchasing or even boycott a brand if it appeared next to content that o ends or concerns them • Hundreds of brands have recently been “tagged” in the press for running ads aligned with controversial or “unsafe” content. A rise in brand safety issues signals a potential nightmare for marketers. And if ignored, brands can face serious backlash to your reputation, your customer loyalty, your revenue, and eventually to your bottom line.
Mobile Marketing Ecosystem Report 2018, India. 55 How Mobile Marketing Can Boost Brand Engagement
India has up to four times higher smartphone audience compared to desktop today. This comes as no surprise, due to the a ordability of mobile devices and increasing broadband coverage beyond Tier 1 cities in recent years. With 337 million smartphone users in India by the end of thisyear – a growth of 16 percent since 2017 – the opportunities for marketers in the mobile space are vast.
As the only medium that allows a two-way interaction to happen in real time, the opportunity for brand engagement is huge. Alongside the emergence of artificial intelligence (AI) and machine learning, mobile has become a powerful device, bringing the world to our fingertips. Here are a few ways new technologies in mobile can boost engagement.
Tell it to the voice bot With over half of global marketers already using AI capabilities to track and improve users’ online journey, it is a powerful tool for increasing engagement. Combined with mobile technology, AI allows marketers to deliver personalized messages that target cus- tomers more e ectively. Its ability to process information at high speeds also means that the level of personalization is becoming more sophisticated each day, even predicting what customers want before they know they want it. Since Siri was introduced to iPhone users in 2011, having a virtual voice assistant has become commonplace. The introduction of voice bots in recent years have also changed the way people interact with technology, with a penetration of just 8 percent in 2017, to an estimate of 39 percent by the end of this year in India alone.
Growing in popularity, brands should tap on the potential of voice bots, o ering a level of personalization that is unparalleled with any other form of advertising. Imagine a consumer about to go on her first date that weekend asking Alexa (Amazon’s digital assistant) what she should wear. Alexa then comes back with recommendations from her favorite online stores, or stores along her daily commute, where she can pick up an outfit on the way home from work. Walking home the next day, her mobile phone prompts her to pick up the dress suggested by Alexa, and provides a discount code. Such technology is already available; it is a matter of whether brands are quick enough to capitalize on it.
Mobile Marketing Ecosystem Report 2018, India. 56 Mobile attribution Young people today are getting more and more impatient due to the immediacy that technology provides. Integrating mobile into a brand’s multichannel marketing strategy can engage users in ways that conventional marketing is unable to do. It allows for a seamless experience across multiple touchpoints, so mobile users who previously searched for a product on desktop would be prompted with an ad of the exact product when on mobile, where they can continue on their purchase journey. For example, a mobile phone user may see an ad while playing a game, but may not pay too much attention to it. However, upon visiting another site, they are reminded of the same ad, and after seeing it three times, they may search for it willingly. Mobile attribution would be able to track the first ad of the product that user saw, to the point of purchase. To e ectively measure the impact of this multi-channel strategy, marketers are adopting multi-touch attribution (MTA), which measures user data across channels, linking their devices into a single point of reference. This allows brands to track the e ectiveness of mobile in their marketing process. For a more seamless measurement, the Mobile Marketing Association (MMA), through its Marketing Attribution Think Tank (MATT) is constantly working to identify best-in-class MTA solutions. This is done by developing a more standardized way to measure MTA, so that marketers have opportunity to select and apply MTA solutions with confidence.
Boosting ecommerce through value-added apps Ecommerce sales in India is said to increase by 31% this year, reaching the US$32.7 billion mark. This massive growth rate puts India as one of the top ecommerce markets in Asia.
Beyond non-perishables, marketers today are looking at expanding into food an groceries. This means that buyers will make even more purchases via mobile through repeat visits. The challenge then, is for brands to maintain customer loyalty. With a quarter of India’s population becoming digital shoppers this year, investing in customer loyalty would be seen as a wise move. Globally, we see the growth of ecommerce reflected through brands like Instagram, which is said to be working on a new app dedicated to shopping. As more local startups build their businesses on social media platforms, the competition increases, and brands need to look at creative ways to engage their customers. Providing value-added information through mobile can build a closer customer relationship, and trigger a positive emotion with the brand. As an example, at the recent MMA Ideathon, one of the teams designed a language-based application for people to get a better understanding of nutrition.
Mobile Marketing Ecosystem Report 2018, India. 57 Understand customer behavior Mobile devices are also often the first and last devices people interact with, from the moment they wake up to the time they go to bed. While it can be very tempting to keep pushing information in front of mobile users to grab their attention, brands can run the risk of spamming customers. Marketers need to know their target audience and when they are most receptive if they want to remain on the right side of a very thin line between helpful, and annoying.
A fairly new medium for marketers, much of mobile’s potential remains untapped, but requires brands to first understand what they want to achieve. While mobile can boost brand engagement, it will only work if organizations have a clear definition of success and a proper strategy behind it.
Mobile Marketing Ecosystem Report 2018, India. 58 Smarties India 2018 Winners
MMA India 2018 - Awards List
S.No Category Entry Name Advertiser Brand Lead /Agency Gold
1 Brand Awareness Activating Infection Alert Unilever / Lifebuoy Mindshare India 1 2 Lead Generation / Direct Response / Conversion Smart Search Future Group / Big Mediacom 1 3 Product/ Services Launch #1CroreChallenge Exide Life Insurance Autumn 1 4 Promotion When India Dared to Stare MTV / Roadies Madison 1 5 Relationship Building/ CRM Castrol CRB Mini Truck Ka BP / Castrol CRB Plus Mindshare India 1 6 Socia Impact/ Not for Profit Powerless Queen Mahindra Rise / Project Nanhi Kali WATConsult 1 7 Marketing Within a Mobile Gaming Environment Powerless Queen Mahindra Rise / Project Nanhi Kali WATConsult 1 8 Messaging MFC Uses Green Sim Data Mahindra First Isobar India 1 9 Mobile App Advertising Chug Chug on Chuk Chuk PepsiCo/ Pepsi Mindshare India 1 10 Mobile Social #JumpForHealth Aditya Birla Capital Mindshare India 1 11 Innovation When India Dared to Stare MTV - Roadies Madison 1 12 Location Based services or Targeting Google Maps Weather Google / Google Toaster Ltd. 1 13 Best Brand Experiences in Mobile Rich media When India Dared to Stare MTV - Roadies Madison 1 14 Most Engaging Mobile Creative Beauty for All - Retail L'Oréal Paris / Infallible InMobi 1
S.No Category Entry Name Advertiser Brand Lead /Agency Silver
1 Brand Awareness Rakhi with Fabelle ITC / Fabelle Elements Madison Communication Pvt. Ltd. 1 2 Lead Generation / Direct Response / Conversion MFC Uses Green Sim Data Insights to Drive 8X Conversions Mahindra First Choice / India Blue Book Isobar India 1 3 Promotion Godrej No. 1 Presenting Punjab di Beauty No. 1 Godrej Consumer Products / Godrej No.1 Mindshare India 1 4 Socia Impact/ Not for Profit Maiam Whistle Makkal Needhi Maiam Interaction One 1 5 Socia Impact/ Not for Profit Activating Infection Alert System in Rural India Unilever / Lifebuoy Mindshare India 1 6 Cross Media Entertainment Wish Karo, DishTV Karo DishTV Affle 1 7 Cross Mobile Integration Sabse Smart Kaun Star Plus / Sabse Smart Kaun Mindshare India 1 8 Marketing Within a Mobile Gaming Environment Patanjali - Motu Patlu Patanjali Ayurved / Patanjali Mango Juice Pokkt 1 9 Messaging Activating Infection Alert System in Rural India Unilever / Lifebuoy Mindshare India 1 10 Mobile App Advertising Godrej HIT Dengue Back Godrej Consumer Products / HIT Interaction One 1 11 Programmatic Transforming Pizza Hut Into a Delivery Business Yum! Brands / Pizza Hut Mindshare India 1 12 Mobile Social The Story of a Night Napkin on Social Media Energizer / Stayfree Interactive Avenues Pvt. Ltd. 1 13 Mobile Audio Saavn - Bira91: Hip Hop Association B9 Beverages / Bira 91 Saavn 1 14 Best Brand Experiences in Mobile Rich media Rakhi with Fabelle ITC / Fabelle Elements Madison Communications Pvt. Ltd. 1 1 15 Most Engaging Mobile Creative When India Dared to Stare MTV - Roadies Madison Communications Pvt. Ltd. 1
S.No Category Entry Name Advertiser Brand Lead /Agency Bronze
1 Product/ Services Launch BQ WhatsApp Bloomberg | Quint Quintillion Business Media Pvt. Ltd. 1 2 Cross Media How Star India Aced Primetime TV Battle : 550,000+ 21st Century Fox / Star India Zapr Media Labs 1 New Viewers Across Three Major Shows
3 Brand Awareness How Google Maps Helped Consumers "Weather" the Monsoons Google / Google Maps Essence 1 4 Cross Mobile Integration Giving India the Sound of Friendship Diageo India / McDowell’s No.1 Soda Mindshare India 1 5 Messaging WhatsApping to Fitness - The Quaker Way PepsiCo / Quaker Oats Mindshare India 1 6 Mobile App Advertising Share a Coke Integration with hello English, SHAREit, Coca-Cola India Pvt. Ltd / Coca-Cola Interactive Avenues Pvt. Ltd. 1 Truecaller, Jio, Hotstar & Google Assistant
7 Mobile Social #NotShaadiMaterial StarPlus / Ikyawaan #NotShaadiMaterial Mindshare India 1 8 Innovation Google RailWifi : Leveraging MarTech to bring Wifi to the Masses RailTel Essence 1 9 Location Based services or Targeting Maiam Whistle Makkal Needhi Maiam Interaction One 1 10 Mobile Audio How Horlicks Proved that Content Hits Home Only When Localized Glaxo SmithKline Consumer Mindshare India 1 Healthcare India / Horlicks
11 Mobile Audio Activating Infection Alert System in Rural India Unilever / Lifebuoy Mindshare India 1 12 Best Brand Experiences in Mobile Rich media Reebok - Floatride Reebok mCanvas Advertising Pvt. Ltd. 1 13 Most Engaging Mobile Creative Rakhi with Fabelle ITC / Fabelle Elements Madison Communications Pvt. Ltd. 1
Best in show - When India Dared to Stare Marketer of the Year - MTV – Roadies Agency of the Year - Mindshare India
Publisher of The Year - Flipkart Internet Pvt Ltd
Mobile Marketing Ecosystem Report 2018, India. 59 MMA India Board
PRIYA NAIR SAMEER SINGH ANUSHKA SHETTY AJIT MOHAN Executive Director, Home Care Chief Executive O cer - South Asia CEO and Co Founder Chief Executive O cer, Hindustan Unilever Limited GroupM Media India Pvt Ltd. Autumn Worldwide Hotstar
D SHIVAKUMAR HEMANT MEHTA JULIE BRAMHAM KARTHI MARSHAN Group Executive President Managing Director, Media, Digital & Chief Marketing O cer Senior Executive Vice President & Corporate Strategy & Business Development Retail, Kantar Imrb Diageo (USL) head, group marketing Aditya Birla Group Chief Strategy O cer, Kantar, South Asia kotak
Moneka Khurana Nandini Dias Partho Dasgupta ROHIT DADWAL Country Head CEO CEO Managing Director, MMA India Lodestar UM BARC India Mobile Marketing Association Asia Pacific Limited
PRASUN BASU SAMEER PITALWALLA SASHI SHANKAR SANDEEP BHUSHAN President, South Asia Co-founder & CEO Chief Marketing O cer Director, South Asia Nielsen Culture Machine Media Pvt. Ltd. Vodafone Idea Limited Facebook
Siddharth Banerjee SUNIL KARTARIA Shams Jasani UDAY SODHI Executive Vice President, Marketing Chief Executive O cer - India & Group MD Business Head Digital Vodafone India Ltd. SAARC Isobar South Asia Sony Pictures Networks India Godrej Consumer Products LTD. (GCPL)
VIKAS AGNIHOTRI VINODH BHAT VIJAY SHEKKAR SHARMA Director, India Sales Co - founder, President & Chief Founder Google India Strategy o cer One97 & Paytm Saavn
Mobile Marketing Ecosystem Report 2018, India. 60 Objective & Methodology of the Research
Following the successful launch of the Mobile Marketing Ecosystem Report in 2016, this report marks as the second edition to capture the significant changes and impact of mobile marketing growth in 2017 & 2018
2017 & 2018 has been another year of surge across various dimensions, an addition of 100+ million mobile internet users in India, growth of video OTT platforms and vernacular gaining prominence, significant investments in programmatic advertising across advertiser categories and much more.
The objective of this year’s updated edition is to continue to give a comprehensive view of the mobile marketing ecosystem in India and delve deeper into some of the key elements that impact and influence the industry today. This report is brought to you by MMA (Mobile Marketing Association) in collaboration with GroupM, its agencies and partners.
This report is based upon both primary and secondary data sourced from GroupM and various digital media companies. Also primary data shared by IDC has been specifically shared for this report and is not otherwise available. Below is the list of reports that have been referred to: 1. Telecom Regulatory Authority of India (TRAI) Monthly and Quarterly Reports 2. KPMG and FICCI Media and Entertainment Report 2017 3. Nokia MBIT Report 2018 4. IAMAI and Kantar IMRB Mobile Report India 2017 5. GroupM TYNY Report, December 2017 6. Ericsson Mobility Report 2017 7. Millward Brown Video Ad Clarity Report 8. Facebook Audience Insights 9. Counter Point Research 2017 10. IDC May 2017 (special data only for this report) and Q1 2018 data 11. eMarketer Ad Spends 2017 12. MMA India and Kantar IMRB Smartphone Report (October – December 2016) 13. Nasscom and App Annie India Gaming Report 2016 14. Tune Mobile App Ecosystem India Report 2016 15. Gamesbond India Report 2016 16. KPMG and Google India Languages defining India Internet Report 2016 17. KPMG and CII Digital the New Normal of Marketing Report, 2017 18. Boston Consulting Group, The Rise of Programmatic Guaranteed Advertising in Asia-Pacific, February 2018
Mobile Marketing Ecosystem Report 2018, India. 61 Acknowledgement
We would like to acknowledge the e orts put in by these incredible people: Tushar Vyas, Chief Strategy O cer, GroupM South Asia Harish Nair, National Director Digital Strategy, GroupM India Parveen Sheik, Director, GroupM India Keya Radhakrishnan, Intern, GroupM India
Special thanks to our key partner IDC, Hotstar and Essence
Research Team Vincent Niou, Senior Programmatic and Partnerships Director, APAC, Essence Qian Ye Seah, Senior Programmatic Executive, Essence Akila Jayaraman, Senior Director, India, Essence Sahiba Sachdev, Senior Manager, Digital, India, Essence
Disclaimer
The information contained in this Mobile Ecosystem and Sizing Report India 2017 (“Report”) provides the readers a comprehensive overview of the mobile marketing ecosystem in India and the various factors that influence it. The information contained herein is purely for reference purposes only and we assert that no business or investment decisions be made solely based on the information presented in the Report. If any such decisions are made based on the contents of the Report, the same shall be entirely at the cost and consequences of the decision maker alone. The information provided herein is on "as is" basis and is based on data sourced from, or provided by, third parties or publicly available sources, for which prior express consents have been obtained. While reasonable endeavors have been made to present accurate data in the Report, no representation or warranty, express or implied, is made or claimed as to its accuracy, completeness, correctness or merchantability and fitness for a particular purpose. Accordingly, Madhouse Mobile India Private Limited, and GroupM Media India Private Limited including its directors, subsidiaries, associates, and employees shall not be in any way responsible for any loss or damage that may be caused to any person from any error in the information, views and opinions expressed in the Report. The logos, trademarks, and any other marks used in the Report belong to their respective owners and have been reproduced in this Report with their prior permission. The contents of this Report are confidential in nature and without prejudice. No part of the Report may be divulged to any third party, reproduced or transmitted in any form or by any means, electronic, photocopying, mechanical, recording or otherwise without our prior express written consent. Appropriate express written consent be sought from various publishers/individuals who have been quoted in the Report prior to borrowing/using/quoting their content. The views expressed in the Report are based on the information available to us as of the date of the Report and are subject to change from time to time without notice. We do not accept the responsibility to update this Report nor do we accept any liability arising from the use of this Report in any manner whatsoever.
Mobile Marketing Ecosystem Report 2018, India. 62